Take a quick glance of this case study and analysis.
What kind of problem are we solving, what is the
story?
- We are investigating consumer behavior regarding yogurt purchases at
retail locations. By understanding the consumer’s decision-making
process, we aim to identify the key factors influencing yogurt selection
among several available brands. This study forms part of a project for
the UC San Diego, MSBA program; MGTA 495 - Marketing Analytics course.
What is the goal of the analysis?
- The objective is to develop a statistical model using the Multinomial Logit (MNL) framework. This will allow us to estimate the impact of product characteristics like price, brand, and marketing promotions on consumer choices. The analysis will uncover which product attributes significantly influence purchasing decisions and which yogurt brands are most and least preferred by consumers.